Highly suspect that they would ever show such a sheltered secret during an ad. I would think they want audience participation at E3 to see everyone's faces say either "Wooooooooow" or "WTF is that?". Then the media frenzy that follows...

It's hard to say, actually I think I agree because all things accounted for it sounds like Microsoft will unveil their console and the design of the console itself soon as well. I can guarantee that based on Major Nelson saying what he did about PS4 not being actually there. So I guess it would make sense for Sony to continue the hype train and show the console just before Microsoft's announcement to shut up the people that kept saying it has to be shown!

Wuuuut? I am not even a Sony fan, nice try at starting a flame war?? I was just saying that for the naysayers - and all gamers alike - that they will unveil the design of the console itself soon. There was significant talk about the no show on news outlets so it's not just "fanboy talk" but whatever.

I've stated numerous times on N4G that I predominantly supported the Xbox 360 this gen.

EDIT: Not to mention it would look incredibly dumb if Sony hasn't shown the PS4 itself and Microsoft suddenly unveils the Xbox itself and details about it..

In February PS4 managed to get a lot of attention in news articles and magazines, free advertising. Now if the 720 is announced every article that informs people about it will have something along the lines of "720 is releasing later this year alongside PS4 which has been announced for a Holiday season release in 2013" So that will inform even more people. Finally Sony get to have a comeback because when they announce the design of the PS4 again the media will publish it because now they will have a picture to fill up their pages so again more free marketing.

Final design won't be until E3 I suspect so we won't see it. Saying that if they come out and say "hey the final designs gonna be in the advert" imagine how many people would tune into the game just for that advert?

Sony did say that there would be various ps4 conferences throughout the year. Plus, there was a rumor that another conference would be held in late april/early may so it's likely that we will see the final design before May 25. These next few months will be so exciting !!!

I highly doubt Sony will launch a console like that though, they will want to build up hype and anticipation and give people time to get pre-orders in. Aside from all of that, they said Holiday 2013 at the unveiling.

*Edit* @Why o why I lived it, they announced that the Saturn was already available during their E3 show.

Even if Sony held an event or two before E3, I highly doubt they'd be ready for a launch right after E3, I realize that it's wishful thinking, but realistically they'll want that holiday hype and money. A launch in the Summer might not go as well.

Yeah, I was just made aware of that over at another forum. It'd still be quite a nice 'shock' though :)

As for building hype: Sony are rumoured to be having another event BEFORE E3. You never know.

edit: It's not wishful thinking. It's just a thought. 'Wishful thinking' is something born out of desperation and I'm certainly not desperate for it to release then. I'm probably looking at next year before I buy the PS4 anyway. The PS3 has plenty more for me.